Metro Monk

I found this brief response from Ben Ducke, the brief asked for an engaging personality for the brand as well as promoting it as the fastest way to get the news. "We read the news to be informed and enlightened about the world; therefore I introduced the “Metro Monk”, in search of instant enlightenment."

I feel Ben has captured a 'personality' perfectly here, everything that is stereotypically associated with Monks, particularly knowledge and speed can relate back to the publication really well, more so as its handed out free on public transport. A great overall concept from an advertising point of view.